Virgin Media chiefs are hoping to win customers by improving broadband speeds instead of trying to compete with Sky in the premium television market.
Neil Berkett, who is acting chief executive at Virgin, said he wanted to exploit the higher speeds cable is capable of.
He argued the service can attract customers with better performance for online services such as video on demand.
Berkett said he is targeting those who do not need top sports and movies but want more than Freeview.
He said of Virgin's offering: "Despite our technical advantage we are still not really standing out from the crowd. I really do want to re-focus our energies onto the broadband platform.
Well I knew that already, they can't compete with Sky for TV, and its plainly obvious with their hopes for a 50Mbps service that they are aiming to decieve customers into signing up for the higher broadband speeds.
Customers will as always, eventually wise-up however, and when they do, Virgin will have problems.
Expect little in the way of development on their television service from now on!
I get the sense the company is a little confused with regards to which direction to be moving towards and struggling to operate without a permanent CEO... Digital Spy Report